BE 100% SURE

Feasibility StudyDETTOL has stood for “trusted protection” in India since 1933.

The brand is endorsed by the Indian Medical Association and has consistently been voted as one of India’s Most Trusted Brands (ORG Marg Brand Equity Survey).

Dettol is the biggest brand retailed by Reckitt Benckiser India and expected to become a Rs. 1,000 crore brand by

Dettol has become the generic name for the liquid antiseptic category and enjoy 85% market share in the segment.

To celebrate the occasion of its 75th Year, Dettol in collaboration with Management Development Institude (MDI), Gurgaon, did an exhibition showcasing the evolution of the brand – it’s products, it’s communication and it’s initiatives to increase hygiene awareness.

Dettol Brands

Antiseptic Liquid

Soaps

Plaster

Shaving Cream

Body Wash Handwash

SWOT AnalysisStrength:The brand’s Germ-kill heritage

(brown liquid) is seen as strong and adds on trustworthiness.

Most trusted BrandHigh market share of antiseptic

liquidLoyal following of original

Opportunities:

Leverage the powerful brand equity associated with the Dettol Brand to make Dettol Soap an everyday use

proposition

Weaknesses:

Not perceived as an ‘everyday soap’ due to its Smell

Harsh on skin makes skin dryNo perceived as a dynamic,

innovative and contemporary brandPoor marketing strategies for

Dettol Shaving Cream & Dettol Talc

Threats:

Other main players in the antibacterial category like Savlon and Lifebuoy have positioned their brands for everyday use against bacteria

Good Advertisements by competitors

STPD AnalysisSegmentation:Dettol aimed at the consumer who is conscious about cleanliness.

The base or variable used by Dettol for segmentation is Family Life Cycle segmentation.

Positioning:Dettol the parent brand (anti-septic liquid) is positioned as germ fighter since inception.

The product extensions are also in line with it’s core value

Targeting:Undifferentiated Targeting: Due to lack of competition for Dettol (parent brand) for longer time

Multi-segment Targeting: Serving more than one segment with distinct marketing mix

Differentiation: Dettol ran a high profile advertising campaign asking their existing consumers to narrate the various purposes for which they use Dettol

Dettol “Surkshit parivar program”

Competitors Analysis SAVLON - Savlon was a brand owned by a pharmaceutical MNC ICI ltd. Later ICI's OTC

brands was acquired by Johnson & Johnson. Savlon is positioned in the medicated category of toilet soaps market, and was seen as the biggest competition to the Dettol.

LIFEBUOY - Lifebuoy is one of the oldest brand of HUL and is well positioned as “health and hygiene” soap. It was launched in 1895, and for over a 100 years, has been one of largest selling soap brand within the country. Lifebuoy has been a pioneer in this market and has constantly innovated to keep it in tune with changing market needs.

Lifebuoy catches the imagination of every person ever aware of it as "the red soap". this red soap will always remain a big brand for Indian consumer.

Antiseptic Liquid Handwash

Dettol Savlon Dettol LifebuoyPrice Qty Price Qty Price Qty Price Qty Rs.16 100ml Rs.22 100ml Rs. 30 250ml Rs. 25 250 ml

Soap

Dettol Savlon LifebuoyPrice Qty Price Qty Price QtyRs. 18 75gm Rs. 17 75gm Rs. 15 75gm

PEST AnalysisPolitical Factor:Political factors can create advantages & opportunities for organizations.

Competition between various states like Maharashtra,M.P,A.P. can be useful for Dettol for building new setup.

Economical Factor:India is having Third Highest GDP in terms of Purchasing power.

Economic Factors in India are Improving continuously so has the spending power of its citizens.

Social Factor:India is having Population of over 1.1 billion people.

Due to rising in education & disposable income level, awareness for hygiene & skin care is increasing.

Dettol can make investment in PHC with help of NGOs

Technological Factor:Technologies Like Supply Chain Management (SCM) & Electronic Customer Relationship Management (E-CRM) will play vital role.

1. Product Extension: 1Aim: - To provide quick relief from pain.

Target: - For all ages above 4, especially for old age people and sports person.

Justification: - For applying cream or balm, one has to massage the affected area which may lead to further injury. Whereas Dettol-Spray ensures delivery of time medicine in the form of superfine. spray at high pressure.

From the Customer’s point of view: - Dettol-Spray lasts much longer and provide instant relief. Multiple packs of Dettol-spray ranges from 140 g to 20 g. Even smallest pack (i.e. 20g) provides almost 300 sprays and gives you complete relief from pain for a very long time and thus far economical than any cream or balm.

From the Marketing Point of view: - Dettol being a leader in the antiseptic market and no big competitor in market, it won’t take much time to capture the market.

Aim: Many harmful germs are passed on by hand contact Dettol Refreshing Hand Foam contains skin conditioners to care for your hands whenever and wherever you are. Its unique formulation kills 99.9% of bacteria in 15 seconds with no need for water, making it ideal for use on the go.

Where to use * Public transport     * In the car  * Restaurants      * At work* Outdoors   * Public Toilets * On the go   * On holiday

Product descriptionDettol Hand Foam is a refreshing alcohol-based antibacterial hand care product. Its unique formulation, already used in UK hospitals, is proven to kill 99.9% of bacteria with no need for water, making it ideal for use on the go. It also contains skin conditioners to leave your hands feeling soft and refreshed after every use.Available as a handy pump dispenser, it provides everyday care and antibacterial protection for your hands wherever you are.

Pack sizeEach pump-action bottle, complete with over cap, contains 50 ml of clear liquid.

DETTOL REFRESHING HAND FOAM - ANTIBACTERIAL  Size: 50ml  No Water

Required                                                    

2. Product Extension: 2

Impact of Advertising

A man returns one evening home and salutes his wife , "Aaj boss meri badi taarif kar raha tha. Kyonki auron ki tarah bimari ki vaja se.maine ek bhi din chhuti nahin li. Thanks to you. Aur mujhe mila hai..." He extends the suspense and hands her an envelope with a dramatic whisper, "Performance bonus!" "Bonus she echoes, stunned.

MVO: "Jin gharon mein Dettol rozana istamaal hota hai woh kam bimar padte hain. Be 100% sure."

The shot of a packed school auditorium. The teacher announces, "Pichle 4 saalon se yeh award kisine nahin jeeta hai. Magar is saal Ravi Mehta ne ek din bhi school miss nahin kiya. Unhe milta hai 100% attendance award." The boy boards the stage as some parents in the audience wonder, "Aajkal to bachhe itna bimar pad rahe hain. Pata nahin Ravi ne kaise manage kiya?"

MVO: "Jin gharon mein Dettol rozana istamaal hota hai woh kam bimar padte hain." The boy accepts his award and proudly ...holds it up, as the audience applauds his achievement.

Effect of Recession

The FMCG sector which is among the least affected, or rather is the last one to be affected.

But if the recession continues, the cost of raw material would rise, which will result in increase in price of product.

The brand has become a household name across the country and a minimal price hike won’t affect it much.

Conclusion

Re-structuring of pricing policy based on competitors pricing

Small size of soap to increase consumption rate at traveling locations, hotels etc.

Innovative product design to attract new market segment

New product extension with effective marketing.